HubSpot for Software and Technology Companies

To begin, let’s look at the software and technology industry as a whole. There are close to half a million tech companies in the U.S. in sectors like e-commerce, cyber security, artificial intelligence creation, you name it, that employ 7.3 million people. With a global worth of $1.7 trillion dollars in information technology, it’s clear that there are a lot of opportunities for growth. 

The software and technology industry is one that is broad and encompasses many verticals. The market is extremely fast moving and unpredictable and constantly growing. That, along with balancing product creation with your own ever-changing technology needs can certainly be challenging. Before we dig deeper into the other challenges the industry is struggling with as a whole, answer the following questions: What are the challenges you are facing in your software and technology space?

According to 75% of executives, digital sales and marketing is having a positive impact for a majority of software and tech companies resulting in an improved customer satisfaction. 

Still, to grow, software and tech companies are confronting challenges with building awareness around their brand, alignment with customer wants and needs, communicating expertise, and competing with larger software and tech firms with newer projects, bigger budgets combined with very few dollars set aside for marketing.

Let’s look a little closer at some of the challenges facing software and technology companies. Many are struggling with the highly competitive market, not to mention new technologies being developed every day. Leaders have the responsibility to help the company adapt to constant changes and an evolving buyer persona. Likewise, in order to generate sales they have to find ways to build authentic relationships with those buyers. 

Software companies have to stay on top of their websites, email, SEO, and content marketing to stay in constant touch with technology buyers.

The market is so unpredictable and constantly mobile that alignment is a very difficult challenge. The more software and tech companies automate, the faster they can align in order to be competitive.

The challenge of gathering and acting on real-time feedback from customers, clients, partners is essential in this market. Software companies also have to ensure that their communications are on brand, consistent, and constantly evolving. Leveraging automation and artificial intelligence will help you to communicate expertise which is essential for growth.

Many software and technology companies are challenged with new competitors and products constantly. They also have to constantly develop new technology in order to sell and adopt new technology to engage and retain new clients. On top of that, they struggle with procuring the funds and buy-in to fund costly marketing projects. 

Here is some additional food for thought as you consider your company’s next steps. As you can see, a whopping $5 trillion will be spent on global IT and software spending growth is at 10%. Consider as well, an expansion of 6.7% in U.S. technology budgets shows us that there is a lot of opportunity for growth in this industry. 

What are buyers looking for? Just like you want solutions, so do your buyers. The want to simplify the processes in their lives. When purchasing, buyers want clear and digestible information to compare features and functions, and they want to know the costs upfront.  Also, as with most industries, consumers want self-serve options for information, for ordering, and for troubleshooting, to name a few.

Now, let’s talk about how HubSpot can help you overcome the challenges facing your industry and meet the needs and wants of your buyers. 

HubSpot’s CRM platform has all the tools and integrations you need to solve for the many challenges we mentioned above. HubSpot was created so that never again do you have multiple databases that you are trying to force to work together, instead everyone is operating from one single source of truth. Likewise, each one is intuitive and easy to use for the ultimate customer experience. Each product in the platform is powerful alone, but the real magic happens when you use them together.

HubSpot’s tools allow you to collect the customer data and automate communications and marketing that is essential to your growth. HubSpot will also help you to develop a customer-forward approach to help you scale. With Hubspot, you will attract target customers, convert those visitors into engaged leads, and nurture those leads into sales-ready opportunities. 

Now, let’s dig into how HubSpot has helped other software and technology companies like yours:

As you can see, HubSpot has worked with many companies in the software and technology space to solve for challenges with awareness, alignment, communication, limited resources, and much more. Let’s take a look at a few others.

Townsend Security is a leading provider of encryption and key management systems for over 20 years in Olympia, Washington who was challenged with generating enough leads and competing with newer and larger companies.

With Hubspot, Townsend Security was able to increase traffic by 55% and increase leads 12 times. By embracing Hubspot’s content strategy, they were able to tackle the problem of a 38% decrease in organic traffic. They doubled-down on website optimization and utilized insights and metrics to generate better content. This has helped them to contend with an influx of new competition and compete with their larger budgets. The also built a pillar page with pertinent buyer information. With these additions and more, Townsend Security quickly generated 600 more leads.

Another content HubSpot user is eSafety which is an EHS training platform in Grand Haven, Michigan. The smaller company had the welcome problem of scaling to quickly and not having the tools and processes in place to grow gracefully.

They needed a platform to store data and customer information and a way to easily access all of the information associated with new leads and sales contacts. By adopting HubSpot’s Marketing Hub Enterprise they were able to build the perfect platform for their needs. They utilized the experts at HubSpot to answer questions and safely transfer all their data from their old CRM to HubSpot’s without any losses. Their customer conversion rate increased by 8%, their open to close conversion rate was 13%, and since going with HubSpot’s solutions, they closed 78 deals. 

Prep Expert, located in Las Vegas, is an edtech SAT and ACT prep company that didn’t have a CRM and was struggling with managing and nurturing leads. They also had no way of proving efficiency and effectiveness of sales. 

With Hubspot, they were able to streamline and automate their sales processes and optimize lead management and nurturing. HubSpot also helped them track, follow, and measure transactions and ROI. Prep Expert attributes $1.7 million in deals, a 118% increase in revenue, and a 153% increase in total transactions to their partnership with HubSpot.